We started working with a dentist in the local Tulsa, Oklahoma area. They were a relatively new practice and were looking to start bringing in customers on a regular basis.
They had attempted to do a paid advertising campaign before, but they came up with results that were less than appealing.
Before we started our campaign we wanted to set some goals that we felt were achievable.
The first thing we noticed when auditing the account was that they were focusing on very broad-based keywords. These were keywords such as “Tulsa dentist” and “Tulsa, Ok dentist.”
While these keywords were bringing them a lot of impressions and clicks they were hurting their quality score. Thus, the clicks that they were getting were quite expensive.
We recommended that they focus on situational dental circumstances such as broken teeth, tooth pain, and even dentures. We also recommended that instead of just using Tulsa in their keyword search that they use some of the smaller cities within Tulsa such as Sand Springs and Broken Arrow to target their likely patients.
Before determining which keywords you want to target you, of course, want to do keyword research.
While these situational circumstances related to dentistry will get fewer searches than some of the broad-based keywords, many of these searches are ready to go to the dentist right now. Thus, they are much more willing to pick up the phone and set up an appointment, than those who are making the broad-based searches.
An added benefit to these situational dentistry search terms is they are typically much cheaper than the broad-based terms, thus making them more cost-effective, as well as you are targeting the potential patient’s who are willing to buy dental services right now than those who are just browsing.
When targeting smaller cities, within a larger city, as well as when targeting dental situations, you are better off to build custom landing pages for each city and situation.
These landing pages will often produce higher conversation rates because the focus is on social proof. You can also create a number of different landing pages and see what landing page is converting the best.
They also lower the cost-per-click because with a different landing page for each keyword you can improve the quality score of the campaign. For example, you can reduce the campaign cost by up to 30% if you improve the quality score of a campaign from a 7 to a 10.
When you focusing on dental situations, while at the same time focusing in on the smaller cities within a larger city this will make improving the quality score of the campaign much easier to do.
Installing conversation tracking codes is the next thing before launching a campaign. Running an AdWords campaign with no tracking is pretty much a waste of time.
Preparing a negative keyword list is also very important if you are auditing a campaign. If anything you want to take that list and expand upon it.
When setting up ad groups they should be based on very specific circumstances and the keywords should be even more specific.
Once the campaign is launched the goal should be to improve upon it. If a keyword is not producing sales after a month then trim it out. If a keyword is producing a lot of sales, then increase its budget.
The ultimate goal is to find out what keywords are making the most money and move all of your resources to those keywords.
There are times when 50-70% of the keywords you are targeting in a campaign will not be producing leads. After running those keywords for at least two months, with no results, it will be time to eliminate them from the campaign.
At this point, we also improving ads and landing pages. This is where a lot of A/B testing will come into the picture. We will find what landing pages and ad text is converting the most while targeting potential patients that are ready to buy right now.
We started out getting leads for this dentist at $50 a lead, the first month, then we decreased the cost down $25 a lead the second month, then by the end of the third month we were bringing in leads for this dentist at between $15 and $20 a lead.
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